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Guerlain is to launch a major new men’s scent this summer called L’Homme Ideal. For the past few years, the brand has focused on its women’s business and with this launch, it is now looking to build the men’s segment. The brand claims the new launch, created by in-house perfumer Thierry Wasser, is the frst almond scent for men on the market. The fragrance has an amaretto accord at its heart and a woody, leather base. It comes in a square glass bottle with black sides, inspired by the facon of the brand’s Habit Rouge scent. The fragrance is supported by a print ad campaign featuring women draped over the bottle and the tagline: ‘The Ideal Man is a myth. His fragrance is a reality’. A TV campaign also accompanied the launch. Launch: from June Prices: €62 (50ml EdT), €88 (100ml EdT) By Kilian is launching a new fragrance collection called Interparfums is to launch its frst men’s Addictive State of Mind. The range features three skus, fragrance for Jimmy Choo this fall. Jimmy Light My Fire, Intoxicated and Smoke for the Soul, as Choo Man is described as a fresh, woody well as three candles featuring the main olfactory fougere with a top note of lavender, accords from each scent. A box of matches a heart of pineapple leaf and a made of lacquered wood is part of the offer. patchouli base. It was composed by The bottles come in wood and futed metal Anne Flipo from IFF. outer packaging. The fragrance comes in a smoked The brand also launched a range of glass bottle intended to resemble perfumed jewelry in July. The Jewels of an antique hip fask and is topped L’Oeuvre Noir is a range of four scented with a leather embossed cap. It will necklaces (priced between €195 and €350) be supported by an ad campaign and The Leathers of L’Oeuvre Noir, a line of featuring British actor Kit Harington. four fragranced leather bracelets for men Launch: August-September priced between €155 and €245. Prices: €42 (30ml EdT), €55 (50ml Launch: October EdT), €77 (100ml EdT) Prices: €215 (50ml refllable spray), candles €135, box of matches €65 France-based Yves Rocher is to launch a major new scent called Quelques Notes d’Amour, which it says marks a new way of talking about fragrance. With this launch, the company aims to inject some clarity into the process of choosing a fragrance, given the large number of products on the market. “We are trying to help consumers understand what they like about perfume, and to make scent more comprehensible,” says Yves Rocher fragrance marketing director Valerie André. “To do this, we have come up with new codes that focus on raw materials and the perfumer, both in our ad campaign and on our packaging.” The outer pack of the fragrance features a quotation from the scent’s perfumer, Domitille Bertier from IFF, on the ingredients used, while the ad campaign shows the bottle along with images of the perfume’s raw materials. The scent contains three main ingredients: rose Damascena absolute, Guaiac wood essence and benzoin extract. Yves Rocher expects to sell 500,000 bottles of the new scent in the frst four months after launching. Launch: September Prices: €19.90 (30ml EdP), €55.50 (50ml EdP) September-October 2014 - N°19 - BW Confidential 19